Peaches is out - Kelly is in! Kelly Brook is new face (and chest) of Ultimo

It's all change at Ultimo! It was only yesterday they announced that Peaches Geldof had been dumped as the face of Miss Ultimo for alleged "bad behaviour" and now we've learned that the gorgeous Kelly Brook is taking over from, Spice Girl, Mel B!

"I'm really delighted to be fronting Ultimo's new campaign." Kelly said, "Working with Ultimo and photographer Simon Emmett was great and I think the end results look fantastic.

Michelle Mone OBE, creator of Ultimo said; “Kelly is a natural beauty and is effortlessly sexy, making her the perfect choice for Ultimo! She epitomizes the Ultimo woman and looks incredible in our new designs."

Kelly joins a long line of gorgeous, effortlessly sexy women who've fronted (come on there's no other word for it) Ultimo campaigns - from the early days of Penny Lancaster and Rachel Hunter to the more recent ads starring Sarah Harding, Gemma Atkinson, Jenni Falconer and Mel B.

Peaches Geldof who fronted the Miss Ultimo line has seen her contract terminated after a night out in L.A. AOL's celebrity channel 'Eleven' reported that the reason for this was an alleged drug-fuelled evening (a claim her lawyer has denied) that ended in a one-night stand.

A spokesperson for the brand told Eleven: "Miss Ultimo is a brand geared towards a young female audience and as a company we have a social responsibility to ensure we are promoting only positive role models that young women can aspire to."

There's no word on who will replace her as the face of the lovely girlie Miss Ultimo range... tell us who you'd like to see modelling for Miss Ultimo.

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The latest Ultimo collection showcases eight new designs made from luxurious materials including satin, eyelash lace, silk and chiffon, the collection starts from £12.00 and is available from Debenhams stores nationwide and online at www.ultimo.co.uk.